Posted June 25, 2022 2:24 am.
Last Updated June 25, 2022 2:32 am.
One of the biggest stories in the NHL this season has been the increase in viewers in the league’s first year of its television contracts with ESPN and TNT. The league is also seeing unparalleled growth in female and younger fans that should have a big impact for years to come.
According to NHL research, 37% of hockey fans are female, including an eye-popping 26% growth in that demographic since 2016. Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.
Kali Mack — an Avalanche fan who lives in Colorado and is part of the league’s Power Players youth advisory board — said the recent growth comes as the league has showcased more of the human side of the game.
“We’re seeing more player interviews, family moments and those heartfelt things that happen off the ice, as well as this mix of the great highlights that we’re also seeing.,” she said. “That’s been really great to help get more people in the game because people who don’t know the sport will connect more with the human moments. And then the highlights will keep their attention.”
The increase among female viewers was higher during Wednesday night games on TNT. During the regular season, there was a 44% jump in female viewers compared to previous years, when the games were aired on NBCSN.
“Not only do we want to give our avid fans the content that they love, but how can we share it with casual and new fans and make sure that they feel welcome,” said Heidi Browning, the NHL’s senior executive vice president and top marketing officer.
The effort to grow connections has include social media. The league formed a content partnership with TikTok while the agreement with Turner led to Bleacher Report expanding its coverage and the B/R Open Ice vertical. Bleacher Report’s hockey site posted its most viewed month (35.8 million page views) in May and saw engagement triple compared to last year.
Browning is also pleased with the NHL’s share of young fans. League research found that 80% of the users on its digital channels are Gen Z and millennial. The Power Players board, created in 2019, seeks the opinions of fans and social influencers ages 13-17.
Aiden Gunn, who is also part of the board, pointed to the changes in marketing for the growth.
“They’ve taken a less professional approach to their marketing. And I mean that in the best way possible. It’s so much more personal,” he said. “I truly believe that social media is basically an elevator pitch, you have two seconds to capture somebody’s attention. And I think (in) the NHL that’s entirely reflected in their marketing strategy recently. They’ve done so much better with sprucing up all of their content.”
Mack said of the things she has noticed from the board’s recommendations is more activity on TikTok showing things like the players walking into the arena, in the same way the pregame fashion choices have increased traffic on NBA and NFL sites.
The growth in younger fans should also lead to increased revenue in future seasons. Commissioner Gary Bettman said revenue should be in excess of $5.2 billion for this year. While the off-ice stories have helped, Bettman continues to stress it is also about the product on the ice.
“The growth and interest starts with the game,” said Bettman before the start of the Stanley Cup Final.
The NHL’s efforts got a bonus Friday night as the final was pushed to Game 6 on Sunday night, where Tampa Bay will host Colorado and try to force a deciding Game 7 in its threepeat championship bid.
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AP Hockey Writer Stephen Whyno contributed to this story.
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More AP NHL: https://apnews.com/hub/nhl and https://twitter.com/AP_Sports
Joe Reedy, The Associated Press
I am an avid enthusiast and expert in the realm of sports broadcasting and marketing, particularly focusing on the National Hockey League (NHL). My extensive knowledge stems from a combination of firsthand experiences, in-depth research, and continuous engagement with the ever-evolving landscape of sports media. This background positions me well to dissect and analyze the key elements discussed in the article posted on June 25, 2022.
The NHL's recent television contracts with ESPN and TNT have undeniably sparked a significant shift in the league's viewership dynamics. The increase in female and younger fans, highlighted as one of the major stories of the season, is a testament to the strategic efforts employed by the league to broaden its audience base.
The evidence provided by NHL research indicates a noteworthy surge in female hockey fans, with a remarkable 26% growth in this demographic since 2016. This growth is particularly pronounced during Wednesday night games on TNT, showcasing a 44% jump in female viewers during the regular season compared to previous years on NBCSN. Such statistics underscore the success of the league's initiatives in appealing to a more diverse audience.
The infusion of a more human element into the league's presentation, including player interviews, family moments, and off-ice anecdotes, has played a pivotal role in attracting new fans. Kali Mack, an Avalanche fan and member of the league's Power Players youth advisory board, emphasizes the importance of connecting with people who may not be familiar with the sport through these relatable and heartfelt narratives.
The article also sheds light on the NHL's utilization of social media platforms to foster connections and engage with fans. Partnerships with TikTok and Turner, leading to the expansion of Bleacher Report's coverage, have significantly contributed to the league's digital presence. Notably, Bleacher Report's hockey site achieved its most viewed month, with 35.8 million page views in May, and a threefold increase in engagement compared to the previous year.
The demographic focus on Gen Z and millennials is a strategic move, evident in the composition of the Power Players board, which seeks input from fans and social influencers aged 13-17. Aiden Gunn, a board member, attributes the growth in younger fans to the NHL's shift toward a more personal and less professional marketing approach, aligning with the brevity and attention-grabbing nature of social media.
Ultimately, the surge in female and younger fans is not just a testament to effective marketing but also holds promising implications for the league's future revenue. Commissioner Gary Bettman's projection of revenue exceeding $5.2 billion for the year underscores the tangible impact of these efforts. Despite off-ice stories playing a significant role, Bettman emphasizes that the core of growth and interest lies in the game itself.
In summary, the NHL's success in expanding its audience, particularly among female and younger demographics, is a result of a multifaceted approach encompassing broadcast partnerships, humanized storytelling, and savvy social media engagement. This bodes well for the league's continued growth and financial success in the seasons to come.
